If you haven’t watched this Ramadan’s National Cancer Institute (NCI) ad campaign yet, you’re missing out!
It was filmed on location at the site where the hospital is still being constructed and features dozens of Egypt’s most beloved celebrities including Yousra, Amina Khalil, Asser Yasin, Leila Eloui, Ragaa’ El-Gidawi, Hala and Hana Sheiha, and Amr Youssef just to name a few. Also making an appearance was West El-Balad band, Hamaki, and members of Egypt’s national football team.
In contrast to the majority of Ramadan ads that call for donations, the NCI, which also campaigns under the title “500-500”, the account number that donations are sent to, took a more festive approach. Usually, charity campaigns during the holy month take a depressing and emotionally manipulative tone, enticing viewers to donate out of guilt.